In what could be described as a bold step towards strengthening advertising in Africa and Nigeria, Purple Capital Partners Limited, owners of Maryland mall, has officially launched “Dragon” a Digital Out-Of-Home Advertising Platform, the largest and longest billboard with about 550 square meters in Africa.
The 550 sqm LED Screen is reputed to be the biggest and first of its kind in sub-Saharan Africa and the fiftieth largest in the world. This unique feature will set it apart from any other retail complex in Nigeria, Africa’s most populous nation.
Speaking with journalists at the launch, Olaide Agboola, Managing Partner, Purple Capital Partners Limited, said that the digital billboard is essentially for every business, including individuals.
According to him, the billboard was constructed to form the façade of the mall, stating that it is a major advertising point for the biggest brands in the country. “It took the company about 22 months to complete the building from concept to completion.
“Also, it took the firm about 90 days from the opening of the mall to the point where the LED billboard was unveiled, and we are finally at a stage where we can switch this digital billboard on.”
According to him, bigger brands like Stanbic IBTC Bank have taken a slot on the LED advertising screen. “You will maybe see their advert being displayed on the screen anytime from now, those who also have powerful brands, and a lot of them have chosen this space. We will most likely be unveiling those as we go along over the next weeks or so.”
He stated that brands would be getting the maximum exposure of their adverts on the LED screen. “It takes about eight seconds for each brand to display its advert and a total of about three hundred to six hundred impressions in a day for an 18 hours life circle, he said.
Tosin Oshinowo, the Principal Architect at CM Design, who designed LED screen, described the billboard as the best and beautiful architectural work to the building which was also planned at the conceptual stage.
She said “Rotal panel is the company that manufactured the billboard, based in Holland and they brought the screen into Nigeria. Regarding side, this is the longest screen in West Africa; it is 60 meters long and 9 meters high.